Don't Sell To Broke People

Hey everyone, this is Russell Brunson and welcome to the first ever Marketing on Your Bike. Yes, you guys, today I am riding my bike to the office and doing our podcast at the same time. Hopefully the wind is not too loud. Welcome to the Marketing in Your Car podcast where you can increase your traffic, conversions, and sales in just 10 minutes a day. And now, here's your host, Russell Brunson. Alright everyone, so I'm excited for today. I've been wanting to ride my bike the office for as long as I've had the bike, which has been like a week. So it's happening today. I have no idea how long it's gonna take to get there, but we're gonna find out here in a minute. My wife is convinced that I'm gonna die today. In fact, she had all the kids give me a hug and a kiss before I left. She thought I was gonna be dead. Mostly because I don't wanna wear a helmet. And I'm sure that some of you guys out there are, whoo, I'm out of shape already. I know some of you guys are very safety conscious people, but from my house to the office is one street, one long street, and it's all like back roads. So I don't wanna wear a helmet. I'm not gonna lie. So if I die, that's why. You guys will be witness to that. So anyway, I'm not wearing a helmet today. I'll see how bad it is and maybe I'll wear one tomorrow. But yeah, that's harder than I thought it was gonna be. To talk while riding while carrying a backpack of stuff. But it's all good. Okay, so today, couple things. Last night I did a podcast talking about Periscope and how excited I was and how I'm willing to publish on that platform. And then, literally an hour later, we got approved by Facebook for their Facebook Mentions product. Did you guys see that? My wife just drove by, she dropped the kids off, she said, "No texting while you're biking." Oh man, she thinks I'm crazy. Anyway. So I get home and I got approved into Facebook's mention program, which means according to Facebook, I am officially a celebrity. So with their mention program, you can use their, I guess you get like a blue check mark saying that you're a celebrity. And then on top of that, you also get to use their platform where you're, it's kind of like Periscope but for Facebook. So now I got access to that, which my Facebook following is way more larger and more prominent than my Twitter following. So anyway, I'm gonna try some things on that too and we'll kinda see what happens between mention and Periscope and it'll be fun. So today my message for you guys is that, I gotta figure out how to pause this so I don't die. I can't get the light up here. Anyway, my message for you guys today is don't sell things to broke people. That's it. You guys can take that and you gained today what you needed to, to know. No. Alright, hold on, I'm switching hands with the phone, one second here. Alright, I'm back. So it's funny, like if you look at my business, if you read the DotCom Secrets book, you know about this. I talk about how a few years ago, I realized like I was not in love with my current clients. And the real reason why is we were selling stuff to people who were broke. We were in the how to start a business online business and we were selling, you know, we help you start a business. And our typical package at the time was $5,000 and we sold a lot of them. We sold tens of millions of dollars worth of that. But the problem was like most of these people who were coming to us, like they didn't have money to start a business, you know. And as you know and I know, business is, it's not some make-believe thing. Like it's something you have to build and create and it takes money and capital and time and energy. And work. Weird, you have to work. In fact, I remember one of my events back then, there were these guys there, two older guys, and we were talking about everything, and they were in our office in Boise, and basically I told them what they had to do. I'm like, "No, you guys, you have to create something. That's how it works." And the guy literally told me, he's like, "Well, I got into this to get rich quick, and if I have to make something, I don't want to do it." That's what the guy told me. I'm like, are you kidding me? Like, you're only here to get rich quick, and if you can't, then you don't wanna try. I was just like blown away. So that was my reality for 4 or 5 years. And then we shut the call center down, stopped selling high-end coaching, and we kinda walked away from that. And then when I wrote the "The Doctrine of Secrets" book, I talk about this, how like I realized my biggest problem was I was, like my dream customers, I was getting the wrong customers, customers I didn't want. And people, first off, couldn't afford it. Afford it. But then people who can't afford it, what I found, like, there's a reason why they can't afford it typically. And then obviously there's an exception to every rule. There's people who have hard times, there's a lot of stuff like that. But the vast majority of people who can't afford to invest in your program, they can't afford to invest in your program because of something outside of just like, you know, like I need to make more money or whatever. Like typically they are they're struggling with a whole bunch of stuff, right? They've got other underlying issues that got them there typically, right? Like these guys at the event who were, who basically didn't want to make money, let's just get rich quick. We don't wanna work, that's why we're here. Anyway, so when we did relaunch our coaching program 2 years ago, we jacked up the prices. It started at $8,000, we raised it to $10,000, we raised it to $12,000 is our lowest right now. And then we have our $25,000. And then we have our $100,000. And what happened by raising our prices is it naturally weeded out all the people who couldn't afford it. And what was really, really interesting to me is that when I did that, all of my headaches disappeared, almost. Not all of them. But I'd say 99% of my problem clients couldn't afford it and they were gone. And it was amazing. Like, last year's coaching had been amazing. Like, most of my coaching clients have me on Voxer. They can ask me questions whenever they want. And they're like good people who have businesses who are successful, who are trying to grow them and scale them, right? And so that was my reality and I was just like, man, people are amazing. Everyone works hard, everyone gets it. It's funny, I think we've had 2 refunds in the last 2 years from our coaching program. And both of them are people who joined at the $12,000 level and had payment plans. They couldn't afford it, okay? And I'm about to have a talk with my sales guys today 'cause I've kinda had this reawakening, a re-epiphany that If someone can't write a check to join the coaching program, flat out, no payments, no nothing, just they can't write a check, they're not a good fit for the program. And I'm recommending for you guys that same thing. If someone can't afford to pay you, like don't, again, don't sell to broke people. So, again, I had forgotten this lesson. We did our funnel hacking event earlier this year and we wanted to sell a certification program. Give people the ability to learn ClickFunnels but also learn how to go and sell ClickFunnels and make a lot of money as a certified funnel hacker. I'm a funnel consultant, right? And so when we did it, we decided like, I wanted a lot of people here so we could have a good community and stuff like that, so let's lower the prices from our typical $12,000 and let's give people access for, I think it was like $3,500 for one person or $5,000 for two. So $2,500 to $3,500 if you, you know, whatever. And then like, because I love these people so much and I want to serve them the best I possibly can, let's do this for a week. And in that week, let's teach them everything they need. I teach them funnel strategy, how to build, how to fill, use ClickFunnels, how to sell ClickFunnels. Let's bring our top salespeople in, let's bring people that do our videos and show them how we do our video. Let's show them everything we've got. And let's serve these guys at the highest level possible, right? So we sold the certification program, bunch of people come in, and again, for the most part, I talked about yesterday, for the most part, amazing experience. Then this morning I get a Facebook message from one of the guys who were there, and And this guy, like, his comment illustrates exactly what I'm talking about, like why you should not sell broke people. And again, it comes back to they're broke for a reason. That's honestly my opinion. So in the Facebook message, he thanks me for the event, tells me it was great, and then explains why he's not gonna ask for a refund, okay? Which is like day one wrong mindset. Anyway, so it's like, From step 1, like, his mind is wrong. He's trying to convince himself why he shouldn't ask for a refund. This is why he's not successful in life, like flat out. Okay? So there's number 1. Then he goes on to say that 3 of the days were amazing and life-changing and so awesome for him, but 2 of the days were a complete waste of his time and that's why he wanted to ask for his money back because 2 of the days we weren't entertaining enough for him and didn't— whatever. One of the days he complained about, by the way, was sales. Okay? So I had my top sales guy, someone who in the first quarter of this year So from January to March, sold $1.2 million worth of funnel services. I don't think there's a human being on earth who sold more funnel stuff than this guy. He came and he spoke for 3.5 hours showing our sales scripts, doing live training, closing people live in front of the whole room, and showing how he generated $1.2 million in 3 months selling funnel services for me. Okay? Probably something I should teach at a funnel certification program, wouldn't you think? Try and teach people how to be funnel consultants. Now again, I wanna caveat this with most of the people in the room got it, like, they're not morons, they saw the value. In fact, one of the guys who's, excuse me, in our $12,000 program, he came, he's done like 2 or 3 calls with Robby, and then went through it again, he said, man, he's like, every time I do this, I get more value, more insight. He's like, that was so valuable for me to come and hear Robby do it again live. He's like, I've probably seen that presentation 10 times or a variation of it, and done 3 or 4 calls with Robby, and there's still like, That alone was worth the trip, right? So this guy tells me, I am— so this is the guy that Facebooks me, right? Russell, I'm broke. I couldn't afford the $3,000, let alone a week away from my family. But I made the sacrifice and I came. And then I wasted half a day listening to some guy talking about sales. I didn't come here to learn sales. I came here to learn how to be a funnel consultant. And I want— I'm not going to— I hope he listens to my podcast, This is for you if you're listening because you got to fix your brain. This is why you're not having success right now in life, in any area of your life. It's all tied back to the same thing. The reason why $3,000 is hard for you and why it was expensive and all that stuff for you is because you don't know how to sell. Do you not understand that? That session was specifically created for you. If you can't afford paid $3,000 to be here and you're complaining about the sales section, that's why you're struggling in life. 'Cause you don't know how to sell. It's the only thing that matters in this whole game. You actually building the funnel does not matter. You can hire someone for a couple hundred bucks to build the funnel. You being able to sell it is the only thing that matters, okay? Now I wanna talk to you about another guy who's in the certification program, in the same room, listening to the same presentations, but someone who's been successful in all aspects of his life, has a multi-million dollar business, was in the room, because, and again, someone who doesn't wanna necessarily build funnels, but he's like, I'm gonna be in that room for a week because I know that Russell's gonna be dropping tons of hints and gold and bombs and things that I can use in tons of different areas of my life. I have no idea where. It's like, I understand that some sessions are not gonna be for me, but there's gonna be some gold nuggets there, right? So this guy's sitting in the session, someone who did not want, you know, who has a whole team of salespeople, everything, right? Still shows up, still participates. And gets value out of every session. Little things for him or people on his team or for whatever. And he also understands that sometimes some sessions aren't for you. And instead of whining and complaining, realizing that there's 100 other people in the room that we're also trying to serve beside you. You're not the only person on earth, right? So he gets it, he goes to the training, comes back, and on Tuesday posts in our Facebook group how based on one thing that he learned from Robbie's presentation, he called someone up and sold a $12,000 funnel. Boom, 3x his money instantly. Because why? First off, he was there to try to figure out like the one or two little nuggets he needed to amplify what he was doing, okay? Second off, he paid attention every session even though he may not have wanted to listen to the sales session, he paid attention and then holy crap, there was some value there. And then third off, he went home and instead of spending an hour Facebooking me the reason why he wasn't gonna ask for a refund, he frickin' picked up the phone and sold somebody like we taught you. Anyway, it just It blows my mind sometimes. And it kind of reminded me the reason why we don't sell to broke people. This guy, I believe, had to do a payment plan to come in and all that stuff. And I get that, and there's a time and a place. But for me and my company, I don't want to deal with people like that. I want to deal with people who get it. I look at my $10,000 clients, or excuse me, $12,000 clients, they're easy to work with, they work hard, They don't complain, they're moving forward, and they're using us as a guide to give them ideas and tips and move the right way. People come in at $5,000 or $3,000, they're basically, at least in my world, expecting you to hand them a business in a box that prints out cash, as opposed to teaching you how to build a business that will print out cash. Anyway, so just, it's just a big reminder to me. When we do the certification program next year, we're probably going to I don't know, 3, 4, 5 times the price. Have a smaller group, weed out the tire kickers, weed out people who are broke and only focus on the higher level people. Because I look at the few complainers we had and all of them were broke. That's it. That was the only commonality in them is they were broke. And again, while there's some people that, there's circumstances sometimes that cause people to do that, but 9 times out of 10, my experience of doing this for 12 years now, is that the people who are broke, they're broke because their minds are broke. Their mindsets are wrong. They are making decisions and doing things and approaching life the wrong way. And until they fix that, never gonna be successful. Okay? Until this dude can sit in a room and listen to a guy who did $1.2 million in funnel sales in 3 months and say, man, there's value there for me, I'm gonna listen to him and I'm gonna go and freaking apply what I learned as opposed to messaging me trying to convince me or trying to explain to me why he's not gonna ask for a refund. Until he can change his mindset, he will never be successful. My bet, I'm prophesying, I'll get a message from him sometime in the next 30 days after he has not picked up the phone, he has not sold the funnel, he hasn't done a single thing we taught him, has not listened or replied, which is probably the pattern in most of his life. I'll get a message from him in the next 30 days asking for a refund because Now it's gonna be my fault he didn't have success as opposed to him paying attention and taking ownership for himself, which is again another commonality between people who are successful and those who aren't. So, for you guys listening, whoo, I'm out of breath. This is hard to ride a bike and talk on the phone and not get killed at the same time, but I'm impressed I've been doing it so far. So here's the value for everyone listening in, okay? If you are broke right now, that's okay. But the reason why you're probably broke, my guess is that you've looked for external reasons to figure out why you're broke. Okay, this guy's looking for external reasons. You need to look internally. Okay, it's you. I cannot say it any nicer. It's not me, it's you. Okay, like you gotta understand that until you take ownership of yourself, until you quit trying to make mistakes, until you stop spending an hour writing an email trying to convince or explain to me why you're not asking for a refund. And frickin' do the work. Get out there, pick up the phone and start dialing. Do the process that I showed you like 8 times in Boise. Go find someone you can serve, work for them for free, build a funnel, blow their minds with it, with the value you can provide someone. Then take that case study showing what you did, how you served someone, what the results were you got for them, and then find other business owners like them and then sell that process to them, that's how you become a millionaire. And if something breaks in the process, you can't look external for somebody to blame. The only person to blame is yourself. It's you, not them. The process is simple. If you guys want to sum up what the whole certification event was, that's what it was. Find the market you want to be in. So I want to serve chiropractors. Find a local chiropractor you believe in what he does, and work for free. Blow his mind. Build out a funnel. Try all this traffic strategies. Do, work on his dead list. Set up Facebook ads, everything. Build a funnel, get that thing working, and you're working for free. After you've done that, now you've got a proven model that works. Then you go to every other chiropractor in town, sell that for $5,000, $10,000, $15,000, $20,000, and you become rich overnight. That's it. How do you think Robby sold $1.2 million in funnel services in the first 3 months of the year this year? Okay, it's pretty simple. First off, I worked for free for Drew Canole. We had success there. Then I got some clients like Liz and a bunch of people. We had results there. We blew their minds. We got tons and tons of proof and case studies now. And now when people come, they see the results and they want that for themselves. And it's not hard to sell now. Okay? But my guess is it's been not even a week since the funnel service has been done. And if you guys haven't those who were there, if you have not made at least one phone call, you're not following my process. If you don't have someone that you are working for for free right now, then it's only on you. It's not on anybody else. Okay? So hopefully you guys are listening to this. You're listening to my message. Hopefully the guy who Facebooked me, and my guess is one of two things is gonna happen. One, he's gonna get offended and he'll ask me for a refund anyway, which is fine. Or number two, he's gonna take it to heart and realize, man, it's me, not them. Maybe I'm the one that's keeping me back. Maybe it's my fault I'm not successful. Maybe he's gonna change his mind. Maybe he's gonna change his ways. Maybe he will figure out that he needs to listen to what I say and do what I say and apply it. And then he'll be successful. Like literally if, anyway, there's my rant. I love you guys. I know that you guys are doers that are listening to this. And if you've been struggling up to this point, it's time to look internal at yourself. Figure out what you are doing or what you are not doing that's holding you back and you gotta change it. 'Cause you're not gonna have success, you're not gonna make any amounts of money money until you change yourself. Okay? If I look consistently, people pay me $10,000, $12,000, $25,000, and $100,000. We're giving the same thing. The difference is their mindset. Okay? They get it. They understand that what we provide is a piece and what they provide is the rest. They've got to get off their butt and implement it. Until they do, they're not going to have success. So, I hope that helps. Maybe, actually, one more kind of story. I don't know how long I've been riding for. It's gonna be like a 3-hour podcast for all I know. One other story I wanna share with you. So, there's a guy that joined our Funnel Hacking event who joined the 25K group. Guy's awesome, like one of my favorite people so far. And it's funny 'cause he jumps on Vox. He's like, hey Russell, what do you think about this? I'm like, yes, I love that. Cool, and he goes and works on it. 3 days later, he messages me, okay, I tried that, Facebook shut me down, so I tried this, tried this, I tried this, nothing's working, so I'm gonna try this, what do you think about that? I'm like, cool, but change this. And then, okay, and he goes back and he's working his butt off. He is taking personal responsibility. He realizes that his success relies on him and he's using us as a guide to make sure that we've got feedback. Yes, this is right. No, this is wrong. Change this, try this. We tried this over here, try And he's using it that way. And this dude is like, since Funnel Hacking Convention now, he's more than made his money back. And now he's like, how do we grow this? How do we 10x? How do we get it to $1 million, to $2 million, to $10 million? And he's gonna get it because he takes personal responsibility. He's not sitting around waiting. He's moving forward, moving forward, and using the training and the people and the resources we give him as checks and balances to make sure things are working right. And that's why that dude's gonna be a multi-millionaire very, very soon. Okay? So those guys who are listening, I hope that helps. Probably offended some of you. If I offended you, it means it's probably an issue with you, like to be all honest. Hold on, I'm crossing the street. In fact, that's a really good test, is if I'm talking to you directly, is if this offended you in any way, that means this is your issue. And I hope that you can look at me as a coach and a friend and as a mentor and someone who cares about your success. And don't get offended and do exactly what this dude probably did who Facebooked me last night. Don't try to look for other excuses and other reasons why you're not successful, 'cause if you're offended by this, it's you. It's you, my friend. And until you fix you, it's gonna be hard to have success in any area of your life. So hope that helps. Appreciate you guys, love you guys. I'm here to serve and to give and to help and inspire and change you guys. I hope you get that. Hope you see my passion, my commitment, 'cause, you know, we're all sick said and done, like, I'm fine, like my business is fine, everything's good, like I don't, I'm not doing this for my health, I'm riding my bike for my health, but all these things I'm doing is to serve you guys 'cause I care. You know, I didn't make a ton of money off certification program. My goal was to get people using ClickFunnels, like that's where I make my money, to help people to use our tool better, and certification program was a way for us to serve, and we served our freaking butts off. I was there for 5 days, my entire staff was there for 5 days. The 2 co-founders of ClickFunnels, pulled all-nighters, did not go to bed. They're helping and serving, okay? They're not doing that because, because of some external thing. We're doing that because we care about you guys, okay? If you look at any other coaching program in our industry, they go to bed at 6 o'clock at night, they leave. We're there serving because we care and we want you guys to be successful. So I hope you understand that, I hope you feel that. We're here for you guys, and that's about it for today. I'm out, and I'll talk to you guys soon.